Programmatic Creative vs.Dynamic Creative Optimization (DCOs)
Melody YanMarketing Manager, Thunder
makethunder.com
Programmatic creative refers to theset of advertising technologies thatadd speed, scale, and automationto the creative process.
P R O G R A M M A T I CC R E A T I V E
Split test, learn, and optimize
Tailor creatives to audiences
Quickly turnaround a highvolume of ads
D C O D Y N A M I C C R E A T I V EO P T I M I Z A T I O N
C R E A T I V E M A N A G E M E N TP L A T F O R M
C M P
D C O = A D F A C T O R Y
Data feeds used to generatecreatives on the fly
Optimization = automaticmulti-variate testing
Direct response campaigns
D C O
Ad units can pull in datasuch as:
Product catalogues
Special offers
Store information
C M P = P O W E R T O O L
Mass customization drivenby people
What You See Is What YouGet (WYSIWYG)
Enables creative for anyadvertising purpose
C M P
Individual traits can becustomized such as:
Image position
Text position
Text size
R E Q U I R E D S K I L L S
Design
Copywriting
DSP/DMP Configuration
Data Analysis
HTML5 Coding
Data Structures (RSS,XML, JSON, etc,)
CMP DCO
A C O M P A R I S O NO F M I N D S E T S
DCO: Plan campaigns months in advance
CMP: Enables a more agile approach to creative
DCO:
CMP:
C M P E X A M P L EU S E C A S E S
You want to tailor yourcreatives based on any data
You are looking to buildads in sets of multiple sizes
You want morecustomization abilities
You are a publisher or mediacompany selling displaycampaigns to a high volumeof local businesses
C M P E X A M P L EU S E C A S E S
D C O E X A M P L EU S E C A S E S
You have an organized datafeed to build ads with, suchas for product remarketing
You are operating a directresponse campaign withmillions of impressions
You plan your advertisingmonths in advance
You want to use thefollowing data to drive yourdynamic creatives: location,device, time, or weather
D C O E X A M P L EU S E C A S E S
E S S E N T I A L G U I D ET O P R O G R A M M A T I CC R E A T I V ET E C H N O L O G I E S
With over $6 billion spent on DSPs andDMPs to precisely target audiences,programmatic creative activates thatdata with precisely tailored messages.
Learn about the two mainprogrammatic creative technologies:
Dynamic Creative Optimization (DCO)Creative Management Platform (CMP)
About Thunder
Thunder Creative Management Platform enables publishers, agencies andadvertisers to match display ad creative executions to the increasing varietyof targeting segments and ad formats.
Learn more about Thunder at: www.makethunder.com